Aerin Lauder is launching her own lifestyle brand

Aerin Lauder, the senior vice president and creative director of the iconic beauty brand Estee Lauder, is branching out and creating her own luxury lifestyle line - that will include colour cosmetics and fragrance - under the name Aerin.

Aerin, who is the granddaughter of the legendary Estee Lauder, is apparently seeking advice from none other than Anna Wintour for the line that will include beauty products, home ware and fashion accessories (jewellery and sunglasses); some of the jewellery is rumoured to be based on her grandmother's private collection. Aerin said the brand will be aimed at a luxury customer who 'want things made simple.'

The 40-year-old has set up an office in the Fuller Building at Madison Avenue and 57th Street in Manhattan, located in the same building as Tom Ford (good choice) and just a stone's throw from the Estee Lauder offices. Which is convenient, since Aerin will still have a consulting role (on style, image and advertising), as keeping her role as global ambassador and spokesperson within the family business.

Lucky for Estee Lauder, Aerin won't be flying too far from the nest with her business venture, according to WWD, the beauty part of the Aerin brand is to be sold at Estee Lauder counters, while the fashion and home accessories will be sold at other locations from next spring. 'Aerin Lauder is a vital part of the Estée Lauder Companies and the Estée Lauder brand, said an Estée Lauder spokesperson. 'She will continue to have a senior creative role with the brand and will continue as a member of the board of directors of the company. An announcement is forthcoming about her future business plans.'

Of her progression Aerin said, 'I had a dream of doing this as I was growing up. I am taking the chance to follow my dream.'

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